This article published April 2017. For latest news THIS MONTH'S ISSUE

Waitrose launches digital shelf edge ticketing trial

Waitrose is trialling the use of next generation digital shelf edge ticketing to explore how the technology might be used to engage with customers in the future. It is the first time full colour LCD video shelf edge ticketing has been used in a UK supermarket.

The ticketing, which features graphics designed to both inspire and inform shoppers, was introduced at the beginning of February and will be displayed across four fixtures at its Trumpington store in Cambridge until the end of April.

Over the course of the 12-week trial the technology will be used to support seasonal campaigns and give customers access to the expertise available in its buying team through tasting notes and recommendations, including food and wine matching.

It has already been used to celebrate Valentine’s Day and its Mother’s Day and Easter campaigns will be among those incorporated into the remainder of the trial.

Waitrose will capture customer feedback from the trial through surveys and sales data to evaluate its potential before making any decisions on if and how it might take this further.

Charles De Clerck, Waitrose Customer Relationship Manager, said:

“We are always looking at how we can bring the Waitrose offer closer to our customers and give them clearer, more convenient access to product information and recommendations from our buyers.

“It is a new generation of digital ticketing. This small trial is a first step to enable us to determine if the technology is something that has the potential to improve our customers’ shopping experience further in the future.”

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